Note:

The process of how the results and specific variables are obtained is not displayed. This can be reviewed in the original R-Code which is also available in the repository.



Textual Analysis Dataframe

id firm year tokens_sw generalterms web kpi technology total
1316500 Campbell Soup Co 2006 5049 22 3 6 0 31
3646662 Exxon Mobil Corp 2010 4710 0 1 5 12 18
5125036 Apple 2013 3584 16 2 16 5 39
12185974 Johnson & Johnson 2019 5447 18 4 9 11 42
13325767 Walmart 2020 4758 20 20 4 0 44
13447549 Microsoft Corp 2021 4753 35 3 35 48 121
total_sw.rtf generalterms_share web_share kpi_share technology_share Sector CMO_presence DM_Foc
0.6139830 0.4357298 0.0594177 0.1188354 0.0000000 Consumer Staples 1 0
0.3821656 0.0000000 0.0212314 0.1061571 0.2547771 Energy 0 0
1.0881696 0.4464286 0.0558036 0.4464286 0.1395089 Information Technology 0 1
0.7710666 0.3304571 0.0734349 0.1652286 0.2019460 Health Care 0 0
0.9247583 0.4203447 0.4203447 0.0840689 0.0000000 Consumer Staples 0 1
2.5457606 0.7363770 0.0631180 0.7363770 1.0098885 Information Technology 0 1
negative positive uncertainty negative_rtf positive_rtf uncertainty_rtf sentiment
95 186 88 1.881561 3.683898 1.742919 0.0180234
55 174 61 1.167728 3.694268 1.295117 0.0252654
41 127 58 1.143973 3.543527 1.618304 0.0239955
125 223 78 2.294841 4.093997 1.431981 0.0179916
95 199 79 1.996637 4.182430 1.660362 0.0218579
60 173 69 1.262361 3.639806 1.451715 0.0237745



Top Firms in Economic Sectors by Quarterly Sales Revenues

firm Sector revtq
Weyerhaeuser Co Real Estate 4868.000
General Electric Co Industrials 47833.000
LyondellBasell Industries NV Materials 13306.000
Exxon Mobil Corp Energy 107419.000
Suburban Propane Partners LP Utilities 873.772
Walmart Consumer Staples 138793.000
Moody’s Corp Financials 1165.500
AT&T Telecommunication Services 48042.000
Apple Information Technology 91819.000
Amazon.com Consumer Discretionary 96145.000
CVS Health Corp Health Care 67056.000


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Part 1: Visualization of Textual Analysis


The following plots (except the sentiment plot) are interactive. You can interact as follows:

1.1 Total Digital Marketing Term Share



1.1 Average Sentiment over Time

By taking a closer look at the graph, it can be observed that the sentiment was significantly lower in the highlighted areas in 2008 and 2020 which reflect the financial crisis and the start of the CoVid-19 pandemic.



1.1.1 Term Share by Dictionary



1.1.2 Radar plot: Term Share Development by Dictionary



1.2 Evolution of Term Share across Industries



1.2.1 Financials, IT and Telecommunication



1.2.2 Consumer Discretionary, Consumer Staples and Health Care



1.2.3 Energy, Industrials, Materials and Utilities



1.2.4 Dictionary Term Share across Industries



1.2.5 Overall Term Share by Industry



1.2.6 Radar plot: Term Share Development by Industry



1.2.6 Presence of Marketing Department Members